Justin Timberlake could post anything on Facebook and it would get a hundred thousand likes and drive a ton of traffic. He, any other celebrity, or any other brand would get the same result on any channel.
Unless you are well-known, you can’t expect that the same techniques will work for you. You’re not bringing the same size audience into the mix.
Tiger Woods could play golf with the crappiest used golf clubs and still kick our butts in a game of golf. So it’s not the tools you use, to a certain extent.
Jesse Stay is a long-time friend of ours at BlitzMetrics, and an accomplished author. We caught up with him for an interview on the strategy behind Familyshare.com’s Facebook presence.
I’ll speak today in a perspective of the news industry and pull in the Deseret News experience. There, we were building a new presence called Familyshare.com, which is a family-based news website targeting a non-denominational audience.
Instead of creating and promoting one main-brand Facebook page, we figured out who our audience is and what areas we want to target, what areas we want to move into, and we built Facebook pages around each of those, focused on the passions of those audiences for each page — passion pages.
App developer or business owner, the way to social ROI requires connection to a sale somewhere down the line. And today, Facebook’s slew of announcements make clear their method to connect audience with monetization — more specifically via Build, Grow, and Monetize.
Let break these down:
Triggered mobile actions
We all know the Facebook mobile app install ads work well. But now you can send newsfeed messages to your users if they completed an action, are dormant, or need nurturing. So if you’re Rosetta Stone, you might want to send a reminder to people who haven’t completed their lesson, congratulate someone for passing Level 3 in a quiz, or anything you might say in a triggered email. Facebook is allowing us to build in messaging logic from our apps or external events so that we can reach people in the News Feed.
Previously, Break.com’s Facebook page had 273k fans, but 339k active users. You don’t have to be a fan to interact with the page, so being a “fan” is not as important as it once was.
Likely, the fans are first to consume the content, who then activate others to like, comment, and share. These secondary interactions are key to the high engagement. The fact that people can “like” the content and also “like” the page is an intentional confusion on Facebook’s part.
The unique reach of these 273k fans is 82,797,695 users worldwide. This is 303 friends per fan. Facebook has said that the average number of friends per user is 130. We know the average fan has 320 friends (since not all users are fans of pages).
When you start off on Facebook, they give you a tiny daily budget. This is like training wheels for new accounts — to prevent accidental overspending. And it also is in place to prevent spammers from jacking up huge budgets, since there’s a market for selling new accounts that eventually get disabled.
As you ramp up, your daily budget automatically goes up.
Owning a Ferrari is not the same thing as liking Ferrari on Facebook. Rob Schermerhorn tunes Ferraris for a living.
As you can see, 51% of Ferrari’s Facebook fans are kids. So to hit real Ferrari owners, Rob targeted members of the Sports Car Club of America, those who participate in the FerrariChat forum (where owners hang out), and similar interests.